ABSTRACT
In the past few years, marketing managers and academics have shown increasing interest in what constitutes and affects brand equity (Aaker, 1991). This interest has highlighted a number of unresolved issues or questions:
A fundamental issue involves the meaning of brand equity and its similarity to related concepts, such as brand name and brand image.
Another issue is the relationship between brand equity or image and perceived quality, which is sometimes used as a measure of these brand concepts.
As managers try to influence brand image, the issue of how advertising can affect such images becomes important (Park, Jaworski, & MacInnis, 1986).
